Interesting Case Studies in Email Marketing and Its Relevance Today – Brandwagon News

Global email marketing in 2020 market Its value is valued at $7.5 billion and is expected to reach $17.9 billion by 2027 at a compound annual growth rate (CAGR) of 13.3%, according to the latest findings from market research firm Statista. The findings further reveal that even though mobile messenger and chat apps have grown and become more prominent, email remains an essential part of everyday online life.. However, the growth rate is slowing. For example, in 2020 the number of email users in the world reached 4 billion. In five years, this number is expected to increase to 4.6 billion by 2025.

Slow growth rates are a clear sign that email senders are struggling to achieve decent click-through rates (CTRs).industry Experts believe that while CTR is the primary way to understand the impact of a mailer campaign, the ultimate change occurs when the primary objective is to drive conversions through payments. Masu. The effectiveness of email marketing campaigns is based on engagement and conversions. “Even if your CTR is low, your return on investment (RoI) can still be positive. CTR and performance can be improved through continuous optimization and testing. Plus, clear messaging, mobile-friendly design , by using relevant content, clear calls to action (CTAs), personalization according to customer requirements, easy unsubscribe options, etc.,” said Aatish Mohite, Head of Marketing Operations, Netcore Cloud. He explained.
According to industry estimates, it costs between 1 and 8 paise to send to a single email sender. So, if someone sends a mailer to a database of around 5,000 users, it will cost between Rs 50 and Rs 4,00. Typical mobile SMS sending charges are around 8 to 12.5 paise. Interestingly, WhatsApp is still the most expensive means of communication. Business-driven costs 48 paise and user-driven costs 29 paise. Sonia Khurana, COO, Digitas Indiaartificial intelligence is expected to play a key role in improving email click-through rates (CTR) and breaking through clutter. “Personalization, subject line optimization, content optimization, send time optimization, segmentation and targeting, and predictive analytics AI-powered tools and techniques can help improve CTR and subscriber engagement,” she says. added.

Interestingly, according to Statista, around 306 billion emails were sent and received every day around the world in 2020. This is predicted to increase to over 376 billion emails per day by 2025. Additionally, in December 2018, 43% of emails opened were via mobile. The open share of desktop email clients decreased to 18%, with webmail accounting for 39%. According to Surbhi Juneja, director of strategy and growth at WebEngage, brands should also consider other factors such as open rates, conversion rates, and overall ROI when evaluating the performance of their email campaigns. Yes,” he added.

According to WebEngage's recent report on precision marketing, the best time for email communication in India is between 12pm and 4pm, when you can expect 30% conversion. The report also states that contextually personalized email campaigns resulted in an average open rate of 18.61% and an average conversion rate of 2.98%.

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Notably, the iPhone email app was the most popular email client in 2018, with an open rate of 29%, followed by Gmail in second place at 27%. Since data protection legislation is not yet in force and neither is the General Data Protection Regulation (GDPR), brands are mostly left spamming users with too much information. “A low CTR can indicate that your email is not resonating with your audience. This can be due to poor email design, irrelevant content, or It could be the right targeting, etc. And even if everything else is done right, if the timing is not right, it may not be of any use,” Juneja explained.

Needless to say, a consent-seeking culture is slowly starting to creep into the Indian market. Industry experts believe it's important for brands to ask for consent before privacy becomes a reality. “Not only does this keep you out of your customers' spam folders, but it also helps improve your email marketing performance and build trust with your customers,” Rahman said.

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